Abstract:

Brazil's middle-class population has exploded in the last decade and today nearly half of Brazil's population is classified as middle class. With wallets full, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil proposed a mass-ethnographic and MROC project BrainJuicer to better understand the Brazilian middle-class market. This project will provide better understanding of the needs of this emerging consumer market and the development of products tailored for their specific needs and expectations, which is crucial to take advantage of the opportunities in this rapidly changing market.